Drug costs high but still better than alternatives

drugcostsPOST SUMMARY: (via Boston Globe) Fewer than 4 percent of patients use specialty drugs, but they account for 25 percent of total drug spending.  “The impact of the specialty tier benefit design falls disproportionately on patients who are living with diseases and conditions that are serious and life-threatening,” said Marialanna Lee, Northeast Region state government affairs director for the Leukemia & Lymphoma Society. Often the specialty drug is the only one available for these conditions, she said. “It’s going to cost more in the long run,” predicts Patricia Ferland Weltin, executive director and founder of the Rare Disease United Foundation. If denied drugs that keep them well, she says, “They’re going to end up in the E.R, they’re going to end up sick, costing more money than if they took the drug. . . . Continue reading »

Want to work in pharma? Pirates need not apply

innovat-150x150POST SUMMARY: A pirate can function within a bureaucracy. Pirates support one another and support their leader in the accomplishment of a goal. A pirate can stay creative and on task in a difficult or hostile environment. A pirate can act independently and take intelligent risks, but always within the scope of the greater vision and the needs of the greater team.  One could argue that today the biopharma industry is in dire need of a lot more pirates. Continue reading »

Patient Insights: Opportunities for pharma (MS)

insights_ideasPOST SUMMARY: Patient insights provide valuable opportunities for pharma marketers to get closer to their customers (patients) but only if DTC marketers are listening and act quickly to provide tools and health information that drive patient needs and brand objectives. Continue reading »

Development process for biopharma websites

processPOST SUMMARY: Pharma product websites are too important to let an agency develop in a vacuum. DTC marketers need to be involved from strategy through testing and optimization yet very few organizations don’t invest the time and effort to develop a great online experience. Continue reading »

Global biopharma digital marketing

global pharma digitalPOST SUMMARY: Implementing a global digital marketing strategy for OUS affiliates can be challenging, but today digital marketers need to think about where patients, outside the US, are going for health information and how they are making decisions.  Here are some steps to implement a global biopharma digital marketing strategy… Continue reading »

Highlights from Comscore Pharma study

comdscore report Those who access health content are also doing so using more than just PCs. In April 2013, 35 percent of visitors used mobile devices to consume health information. A year later, almost half of health information-seekers used mobile devices to consume health content. This uptick in mobile usage suggests two things: an increased reliance in managing one’s health issues on-the-go, and an increase in tablet usage at home instead of the PC.  For those using mobile devices out-of-home to manage health issues, uses included understanding symptoms, treating a condition, or achieving one’s health goals. Comscore’s research indicates more specifically that on-the-go mobile users seek health information at doctor’s offices and while waiting for prescription refills at the pharmacy. Continue reading »

Why are DTC marketers ignoring email?

emailpharmqaPOST SUMMARY: Using email to communicate health information to patients can impact brand and business objectives but the key to effective email communication is to ensure relevant communication with each patient segment in and outside of the healthcare transaction model. Continue reading »

Weren’t generics supposed to lower drug prices?

genericPOST SUMMARY: According to the New York Times “in recent years, generics have curbed the rise of drug prices, saving the American health care system billions of dollars. After the patents for Lipitor, the cholesterol drug, and Ambien, the sleeping pill, expired in the last few years, for example, generics entered the market and prices plummeted. But increasingly, the costs of some generic drugs are going the other way. The National Community Pharmacists Association called for a congressional hearing on generic drug prices, complaining that those for many essential medicines grew as much as “600, 1,000 percent or more” in recent years. The price jumps, especially affected smaller pharmacies, which do not have the clout of big chains to bargain for discounts.” Continue reading »

Patient insight essential for digital marketing

pharma business as usualPOST SUMMARY: It’s essential for pharma digital marketers to have and in depth understanding of patients including, why they chose our product, what barriers are needed to overcome to stay on therapy and how can we provide them with help and support to stay on therapy. Continue reading »